ICAEW is rebranding - why?

the ICAEW is rebranding - why? why are they spending the membership's money on incidentals?

Didn't find your answer?

Haven't they got more important things to spend the money on?  And what was wrong with the old branding - it was that long since they last changed it.

their story can be read here (if you are a member) http://www.icaew.com/membership/The%20ICAEW%20brand%20will%20be%20changi...

Replies (14)

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paddle steamer
By DJKL
23rd Feb 2017 16:22

Not a member of any Institute but I think I only need to say one word;

Consignia

The trouble with people in these sorts of organisations is they like to play with their toys.

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RLI
By lionofludesch
23rd Feb 2017 16:35

I like the way the blurb implies that they haven't changed their branding since 1880.

What's wrong with the lady with the cello case ?

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abc
By Kim Jong Un's Hair
23rd Feb 2017 16:38

Here's your answer regards expense.

"Is this really necessary, and isn’t it expensive?

It’s an investment in our future. We have to develop our brand so that we continue to be recognised and relevant to our audiences around the world."

Oh wait, no that's not an answer about the expense.

Not sure what is wrong with the current one. What isn't distinctive about some ship-mast looking white chick with a pin and an old style compass? No need to change!

I thought their USP was the age, tradition etc of the institute... They've caught the ACCA bug.

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Replying to Kim Jong Un's Hair:
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By Southwestbeancounter
24th Feb 2017 15:15

You're right! Sure looks like they have caught the ACCA bug! The ACCA rebranded a few years ago and it went from orange ACCA to yes you've guessed it to orange ACCA! I could barely see the difference - if I wanted to bore my partner enough (who is a graphic designer) to ask him about it he would no doubt give me some technical response about the font and serif or sans serif etc but to my non-artistic eye it looked near on identical! What a waste of the £650 I pay them each year!!!

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By Matrix
23rd Feb 2017 16:40

How can they say they are doing it to be recognised when it will be a new logo? I hope it is OK if I have to update all my stationery and website.

All seems a bit of a palaver for no tangible gain. I don't remember being consulted. But then I was too busy doing useful things like reading the MTD consult docs and responding, which they should have been doing.

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Replying to Matrix:
abc
By Kim Jong Un's Hair
23rd Feb 2017 16:54

It is quite funny that whilst MTDfB rolls along merrily all they can be bothered to do is naval gaze and come up with a new logo.

Maybe they were watching the new like icon thread and got inspired.

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Replying to Kim Jong Un's Hair:
paddle steamer
By DJKL
23rd Feb 2017 17:51

Kim Jong Un's Hair wrote:

It is quite funny that whilst MTDfB rolls along merrily all they can be bothered to do is naval gaze and come up with a new logo.

Maybe they were watching the new like icon thread and got inspired.

Presumably looking out for ships !!

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By ireallyshouldknowthisbut
24th Feb 2017 11:15

Its good to know I am paying for that pointless exercise, and then have to dick about updating my website etc with the new logo.

The last time they did it was only about 10-12 years ago, and I still like the old one better!

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Replying to ireallyshouldknowthisbut:
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By Briar
24th Feb 2017 14:15

I too still like the old one but had to change to using the red one because ICAEW told me to (even though I objected). Now, I have to print letters using the colour printer rather than the much cheaper and faster b/w laser printer. Somewhere in old files, I still have the master letterhead with the old logo on. So rolling back would not be a problem.

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Replying to Briar:
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By kalaika
24th Feb 2017 16:38

They currently request that everyone uses the red one 'whenever possible' but you can use a B&W version of the current logo if you need to.

The guidance here:
http://www.icaew.com/en/membership/offers-discounts-and-services/busines...
states that the black version can be used in one colour printing, i.e. if you're using a B&W printer.

P.S. The last logo change was less than 10 years ago. Can't remember exactly when it was, but I only qualified in 2007 and remember the change after that.

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Replying to kalaika:
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By Briar
28th Feb 2017 23:40

Yeah, but the newer logo looks even worse in B/W!

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By Democratus
24th Feb 2017 11:57

M ACCA subs were successfully used to rebrand ACCA a while ago with the result that it looks almost the same, so at least the ICAEW are keeping up with the other professional bodies on the important stuff.

Maybe they will go Orange in a tieup with AWEB.

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By Harrison88
01st Mar 2017 10:41

At least you get a decent website with technical materials. ICAS have some stupid cube website with no technical materials at all and charge more money for it!

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Replying to Harrison88:
paddle steamer
By DJKL
01st Mar 2017 11:10

On the positive side, the initial part of the branding exercise was to get "Accountants" recognised on a global scale, and in this regard they have succeeded beyond their wildest dreams at the Oscars.

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